This article has been written by Srabani Ghosh pursuing a Training program on Using AI for Business Growth course from Skill Arbitrage.
This article has been edited and published by Shashwat Kaushik.
Table of Contents
Introduction
Clothing is essential for any human being but it is not only to cover ourselves for protection and to be civilised. It is about comfort, elegance and identity. In ancient times, people used apparel to enhance their personalities and build their image. A king, leader, saint or artist used an exclusive dress code different from commoners. Even we imagined our deities in gorgeous attire suited to their personalities. Like red for Maa Durga, Yellow for Lord Vishnu or white for Goddess Saraswati.
Weavers from all over the world have maintained their specialty in style, material and customs of that place. This was similar to today’s brands, which take care of fashion, comfort, identity and sustainability. Egyptian cotton, silk, and muslin for Asian countries were also luxury goods of that period.
After the industrial revolution, the traditional practice of the clothing market totally changed. Big industries replaced the traditional local weavers. As branded clothing entered the market, so did the content introducing fashion products to the audience. Content writing for fashion is a fascinating occupation.
Content is the basic need to describe a product to reach the desired customers. The right information with positive associations makes an impact on the mind. Proper clothing is a basic need in our lives, after food and shelter. The words – ‘ROTI, KAPDA, MAKAN’ are popular slogans in the Indian political arena. Our attire speaks about our personalities.
Today, consumers, particularly the young generation (Zen X), prefer online purchases. The number of online shoppers is increasing day by day. Almost 33% of the world population buys branded apparel online. In India, almost all leading brands (https://www.daswritingservices.com/fashion-content-writing-tips) have an online outlet either directly from their website or on the leading consumer platforms. But can we go to both offline and online markets? Good content can help brands establish themselves in their desired markets.
A content writer for an apparel brand should know the lingo of the fashion world. Such as:
Haute Couture is a French word that means custom made. It is also used for describing the elegance, exclusivity and uniqueness of designer clothes. Very often, identifying it with a celebrity.
Tres chic defines a specific kind of clothing, like jeans or coats. Also used to complement a specific event or a place.
Glitterati – a group of stylish people or people belonging to the fashion and glamour world.
Faux pas is only used when a major mistake or blunder has been committed, like mismatched dressing or faulty design.
Segments for content writing for brand
How do you create good content for branded products? There are certain aspects for framing good content. Content writing for brand apparel have the following segments:
Authenticity
The introduction of the brand should be authentic. Descriptions should be short, simple but impressive so that people get a clear idea. In the description, there should be a clear idea about the product material, design, and value for money. Boasting should be avoided, simple description of why it is special, such as ‘comfortable and fashionable, or ‘look perfect at the workplace’.
Identifying the audience
The content should be meant for an audience that fits the brand’s potential customer base. To make direct contact with the customer, it is always preferable to address the individual consumer. Content should consider the consumer’s perspective. Whether it is casual, formal, festivals, marriages or seasonal. The age group also differs based on events or usage For e.g.- for special occasions like wedding receptions, there is no limit to the age group but for bridal attire or traditional dresses for grooms, the audience is more specific. Similarly, formal office apparel also has a special audience. Good content writing should address the right people to get more traction and attention.
Definite plan for the content
The content for a brand should have a definite plan, like where and how often it should be published. Without maintaining continuity, the content would not be able to attract people. The brand should have a regular presence in print media, electronic media, and social media. Presence on social media is very important for any consumer. Careful weekly plans with the right kind of visual along with the content would leave a trace in the mind of the audience. Most people own a mobile phone and have access to the internet. Possess a mobile device and have access to the internet. The content, therefore, should be mobile friendly.
Storytelling with emotion
There could be a lot of stories about the advertised apparel. What is the material and how it is crafted. If possible, the weaver’s video. Visuals with testimonials from users, influencers, or celebrities are also part of storytelling.
Showcasing a bridal dress with a visual of marriage events creates a positive association and reaches out to a broad spectrum of audience.
Imaginary stories like a young man joining his first job or a gift to a father on his birthday with visuals are great for creating content.
Interaction with the customer is very important. The content can suggest the best suited attire as if interacting with a particular person. It makes a long-term impression. The scope of the customer’s review and suggestion is needed to continue the engagement.
Using luring adjectives
When creating appealing content for apparel, using good adjectives like elegant, comfortable, stylish, and chic is necessary. Mere descriptions look dull and mundane. Made of fine silk or genuine pashmina wool, it makes an instant appeal to the audience.
Know the latest trends
Branded apparel is all about fashion. Knowing the latest trends or creating a tribe by introducing a brand is very necessary. Though it is up to the manufacturer and designer, a short and definite explanation makes it different. In India, fusion of traditional and western is the latest trend.
Compatible to internet and mobile app
Almost each and every citizen uses a mobile phone these days. Due to the easy access, people prefer browsing on their handsets. Commercial consumer platforms have mobile applications of their own. Many of them keep live contact with the customer through WhatsApp. Content should be compatible with internet and mobile applications.
Knowledge of the competitor
A content writer should always have knowledge of the competitor’s activity. How are the competitors addressing the market? What is the target audience? It helps to identify the niche of the brand.
Content for cosmetic products
Content writing for cosmetic brands has become a very important field. The cosmetics industry is growing rapidly all over the world. Considering the demand of the global market, a few tactics are practiced to write successful content.
Research niche target audience
To make the content relevant, thorough research of the target audience is necessary for beauty products.
The study of the demography of the place, concerned interest and pain points are very important aspects. Keeping in mind the specific interest of the target audience, writing content makes it more engaging and relevant. The content should resonate with the target audience.
Product description
Product description and explaining the benefit of the product are important criteria. Simple descriptive and informative content is more effective than only specification.
Attention grabbing headline
To grab the attention of the audience, the headline of a cosmetics brand has to be crafted carefully. Highlighting the unique features and its benefits, the headline should be written in persuasive language.
A proper headline always attracts the audience and generates more conversion.
Storytelling with personal anecdotes
Storytelling gives a personal touch and is a powerful tool of content writing. Beneficial features of a product and how it helped someone’s problem quickly influence the reader. Storytelling is more understandable than a description of the product. The reader can assess the value of the product. Eg.- A set of skin care cosmetics could be shown as a present for mother.
Science backed description
Today, cosmetics brands are introducing more and more science backed products. Highlighting the research procedure and the scientific basis for the product makes it authentic. The use of a special ingredient with its scientific name and why it is unique makes the content more appealing. It also creates awareness about the use of the product. Like UV protection, serum or pH balance are very common features of a product description. Scientific descriptions of a cosmetic product establish trust among consumers.
Persuasive writing techniques
Using persuasive language to focus on the benefit and application of the product leads to quick conversion. The audience should understand the relevance and importance of the product. Creating a sensory experience of using the product helps establish the benefit of the product. It attracts the audience and helps them understand the value of the product.
SEO strategies
SEO strategies are very important for driving the audience from search engines to the web site of a brand. Using important keywords and optimising Meta tags with high quality content makes the brand more visible. Good SEO strategy helps to understand the value of the website.
User generated content
Real life examples are the most powerful tool of cosmetic related content. Interactive content with a call for action is the most trusted method to get more traction.
Following the trend
Knowledge of recent trends is very important for promoting a brand. The opinions of beauty experts, dermatologists, and reviews of an industry are essential information for writing content. Beauty and personal care are closely related. Relevant observations should be incorporated.
In conclusion, content should be authentic, informative, interactive and written in an attractive language.
References
- https://www.daswritingservices.com/fashion-content-writing-tips/
- Pepper Content – Your One-Stop Solution for Content Marketin
